Posts Tagged ‘Neuroscience and Product Design’

The Twitter:Chocolate, Sex and Bonding with Mommy light up the same area of the Brain!

The Big Idea: The Brain responds in a similar way to physical AND social reward.

The morning session of NeuroLeadership Summit, Day 2 was devoted to the questions concerning the brain and the social world, especially the implications of neuroscience for the field of leadership and leadership development. Looming before an unwitting audience of the keenly business minded were the scientific and ethical questions of reducing scientific research to “brain phrenology” and it worse, running with information that is only “partial” to create a new “trend.” Diane Coutou, senior editor at the Harvard Business Review came out strong as a critic of egregious and misguided entrepreneurialism — citing the skepticism neuroscientists have in reducing a still burgeoning science to brand and product.

While I applaud Coutu’s warning, one can hardly blame a smart, cosmopolitan audience for being attracted to the novel aspects of brain science, especially when we are told by scientists like Matthew Liebermanthat bonding and social rewards have as much impact on the brain as chocolate or money in a (stable) bank. Lieberman, who runs a social neuroscience lab at UCLA, entertained the audience with FMRI studies, that tested neurochemical response to the pain and pleasure that comes in relations to playing social games and social group relations: Categories of interest:

The brain correlates to thoughts and feelings we have when we are left in or out of a game.

The brain correlates to thoughts and feelings we have when we are given an ultimatum, especially if the ultimatum hinges on “fairness”?

From Lieberman’s talk emerges a clear thought: If gaming (play) is the work of children, here we learn that childhood is our training ground for gaming in life.

Lieberman’s point: The Brain is designed for learning to engage in social groups, having social relations, for recognizing social pain and reward. He even went on to say that from the social neuroscientific perspective, the brain appears predesigned for social relations, especially if one considers the role early bonding plays in the basic physical survival of the human species.

Break Out discussions addressed the implications for both business and education. In the educationsession, Renee Rolleri offered a plea for a progressive brain aware, creativity model for education and discussed her own collaborative efforts in designing a new charter school, The BLUE SCHOOL which she co-founded with the members of The Blue Man Group!